Conversion Deduplication

Conversion deduplication stops one real-world conversion from being counted twice when it reaches an ad platform through two channels — typically the browser pixel event and the server-side Conversion API event. The platform collapses the pair into one conversion only when both events carry the same event ID.

Why conversion deduplication only works within one system

Deduplication works when the same system sends both events: AnyTrack assigns a shared event ID to the pixel event and the CAPI event, so the platform merges them. Between two different vendors it structurally cannot work — each vendor generates its own event_id, and matching also relies on external_id and fbp, which likewise diverge. A purchase may happen to dedup if both vendors key on the order ID, but that is not guaranteed.

The rule: one sender per pixel. Disable every other system sending the same conversions — the store platform’s native Meta data sharing, pixel apps, GTM containers, hardcoded pixel snippets, or a second tracking vendor. This is standard practice across the industry, not an AnyTrack limitation — competing vendors document the identical instruction for their own setups.

Diagnosing double-counting when deduplication fails

Open Meta Events Manager and read each event’s source: server conversions should show Conversion API as their only server-side origin. A second source visible on the same events is the double-counter.

The cross-Property deduplication exception

AnyTrack does not deduplicate across Properties. In a cross-domain funnel sharing one Meta pixel, Events Manager over-counts by design (the conversion-side Property sends all conversions; originated ones are also synced back and sent by the source Property) while Ads Manager still attributes correctly. A single pixel shared by two Properties tracking separate, unrelated domains does not duplicate — each Property sends only its own site’s conversions.

Frequently asked questions

FAQ was last reviewed on 2026-08-01

Meta shows about twice as many conversions as AnyTrack. Why?

Almost always a second system is sending the same conversions to the pixel — the store platform's native Meta data sharing, a pixel app, GTM, or a hardcoded pixel snippet. Open Meta Events Manager and read the source of the events: anything arriving from a second sender will not deduplicate against AnyTrack's events. Keep one sender and disable the rest.

Can AnyTrack deduplicate against another tracking tool's events?

No — and neither can any other vendor. Deduplication keys on event_id, and matching also uses external_id and fbp; all of these differ between vendors. Cross-vendor deduplication does not exist. Pick one sender per pixel.